Laura Geller Beauty Teams Up with Chicago Bulls for Unique Partnership

Laura Geller Beauty, a cosmetics brand renowned for its commitment to mature skin, has officially partnered with the iconic Chicago Bulls, marking a significant step in connecting with both passionate basketball fans and makeup enthusiasts alike. Announced on October 20, 2026, this collaboration highlights the brand’s focus on women, particularly those over the age of 40, who represent a substantial portion of the Bulls' fanbase.

Expanding Brand Presence

Throughout the Bulls' regular season home games, Laura Geller Beauty will enjoy a season-long presence at the United Center, where fans will encounter the brand's vibrant LED branding adorning the arena. The partnership is designed to forge a direct connection with the community, allowing Laura Geller to actively engage with consumers through multiple gameday activations. These include unique fan experiences and opportunities for product sampling, event highlights that promise to enhance the excitement surrounding game days.

Founder Laura Geller expressed her enthusiasm for this partnership, stating, “Chicago has always been one of our biggest and most enthusiastic markets, and Bulls fans have an incredible sense of passion and loyalty that reminds me so much of our own community.” She emphasized the importance of recognizing women as passionate sports fans and wanting the brand to provide a place for them within the NBA setting.

Focus on the Female Audience

Women are significantly represented in the NBA audience – making up approximately 45% of the Bulls' Chicago fanbase, according to market research by YouGov. This demographic aligns perfectly with Laura Geller Beauty's targeted approach that has been unfolding since 2021. The brand has championed women over 40 in its marketing efforts, making them the focal point of its campaigns across various platforms, including social media and website content.

The collaboration extends beyond branded in-game promotions; it also incorporates digital engagement through co-branded content shared on both brands’ digital and social media channels. Fans can anticipate exclusive interactions featuring the Swingin' Seniors, the Bulls' beloved dance team made up of women aged 60 and above, further underscoring Laura Geller's commitment to inclusivity.

Engaging the Community

Moreover, the partnership will introduce collaborative video content with Benny the Bull, the team’s cheerful mascot who enjoys a massive following on social media, boasting nearly 6 million fans on TikTok and Instagram. Laura Geller Beauty aims to further engage fans through an exciting digital sweepstakes, offering participants a chance to win a VIP beauty experience at a home game, alongside other enticing prizes. This initiative aims to deepen the connection between Bulls fans and the brand, enhancing customer engagement through lively, relatable experiences.

Geller remarked, “As a DTC-focused brand, so much of our growth has been driven by e-commerce and performance marketing, so opportunities to connect with our customers face-to-face are especially meaningful.” This partnership signifies a step into innovative marketing avenues for Laura Geller, positioning the brand to expand its horizons while fostering personal connections with the women it serves, reinforcing their community spirit.

About Laura Geller Beauty

Founded by acclaimed makeup artist Laura Geller in 1997, the brand set out to simplify beauty routines and create makeup products that resonate joy and confidence back into everyday life. Famed for pioneering artisan-crafted baked makeup that offers flawless coverage and finish for all skin types, Laura Geller Beauty has dedicated itself to empowering women, particularly those over the age of 40, to embrace their beauty with confidence. Their products are available across various platforms, including QVC, Amazon, Ulta, and Sephora.

As this partnership unfolds, both Laura Geller Beauty and the Chicago Bulls stand to benefit significantly from their collaboration, fostering a sense of belonging for the overlooked demographic in the sports community while promoting beauty that transcends age.